Contemporary Issues in Luxury Brand Management
Sylvie Studente, Eleonora Cattaneo
Inbunden, 2023
3 319 kr
Del i serien Mastering Luxury Management
Contemporary Issues in Luxury Brand Management
Häftad, Engelska, 2023
909 kr
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This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation, and changing consumer habits are creating a new competitive landscape where traditional strategies will not necessarily provide continued growth and profitability.Approaching luxury from a realistic brand management perspective, this book works step-by-step through a typical luxury course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, curation, intellectual property, and start-ups. Each chapter is illustrated by a relevant international case study and further examples, as well as reflective questions to help gain insight from contemporary practice.With additional PowerPoint slides and a test bank of questions available online, this comprehensive textbook should be core reading for postgraduate students studying luxury brand management or luxury strategy.
Produktinformation
- Utgivningsdatum2023-03-31
- Mått174 x 246 x 16 mm
- Vikt340 g
- FormatHäftad
- SpråkEngelska
- SerieMastering Luxury Management
- Antal sidor162
- FörlagTaylor & Francis Ltd
- ISBN9780367859305